Matt O'Neil Senior Director Brand & Media at The Dallas Cowboys
Matt O’Neil
Senior Director Brand & Media at The Dallas Cowboys

Matt O’Neil is the Senior Director for Brand and Media at the NFL‘s Dallas Cowboys where he works with Charlotte Jones Anderson to further enhance and extend their powerful brand around the world. Formerly the VP of Sales & Marketing for MLS‘s New York Red Bulls, Matt believes that “good content is a waste of time, because only great content will grow your brand.” You can reach him here



Hagakure: The Secret Wisdom of the Samurai by Yamamoto Tsunetomo

I read this book like some people read the bible. Meaning I pick it up often and read a few passages. I learn and relearn from it. The book details a samurai code of bushido. It was written 300 years ago by Yamamoto Tsunetomo, an aging samurai who lived his entire life in peacetime, never once having graced the battlefield. But he is a samurai to the core. He stuck to the code and wrote this book for his son and others who grew up in peacetime, so that they would know how to act in accordance with the Way. This book taught me how to eliminate fear, completely. It teaches me about being great. About getting the most out of every day. It’s teaches me to be strong, yet just. To have integrity and honor. And to be loyal. And it highlights to me that media and technology can advance beyond belief, but that human nature does not change.


The Art of War by Sun Tzu

 This is probably cliché to put on this list. But this is another book I pick up all the time. One thing that a lot of people don’t realize, is that this book has contributions from thousands of years of generals and military history. It is attributed to one man, Sun Wu, but generations of Chinese leaders compiled the best of what they knew and learned and the end result was the Art of War. All that experience from some incredibly adept leaders and rulers, available to teach us today about conflict resolution. About strategic thinking and actions, when trying to win. How to win and make the other person feel like they’ve won. And that is so important in business. And again, it reiterates that human nature doesn’t change. Something with which I am currently fascinated


The Magic of Believing by Claude M. Bristol

This isn’t my favorite book. But I absolutely love the premise. I love the message. Which is that belief can take you anywhere you want to go. That everything starts with belief. If you don’t believe in what you are doing. If you don’t believe in your own abilities. If you don’t believe in what your company is doing. Or if you don’t believe in the industry you are working in. You are not going to be successful. You can’t be. Most of us, thankfully for me, don’t work in the world of rocket science. With the right experience and effort, we can accomplish anything we want. In pretty much any field. But you absolutely must believe that you can do it. Or you will barely move an inch.


Feature header by the brilliant Jay Roeder. You can see more of his great work here. Portrait of Mr. O’Neil by the scintillating Mike Caplanis. You can see more of his work here.

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